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What to expect from the wholesale channel in the years ahead? What might the future of the channel look like? These questions are top-of-mind for fashion go-to-market teams.
In the last years, we’ve seen many changes in brands’ distribution strategies: the rise - and fall - of Direct-To-Consumer (DTC) brands, the explosion of ecommerce (1) and most recently, a revival of wholesale.(2) Yes, the consumer is back in-store!
2022 Saw a strong comeback of the wholesale channel. But now, new challenges are on the horizon. Supply chain issues are making it difficult to predict arrival of goods - including samples, (3) and economic worries threaten to impact consumer spending (4). How will this impact the wholesale channel?
To explore what's next in wholesale, we invited a team of experts in B2B sales, including brands and industry consultants. Together we considered the next steps for brands’ distribution strategies. It was part of the November 2022 PI Apparel Spotlight where Stitch was invited to lead the discussion about B2B digital showrooms.
Our founder and Head of Stitch, Anne-Christine Polet, shared the table with experienced professionals in digital selling: Benjamin Gallais, Lead Digital Product Manager at On; Jeremie Blondel, Vice President of Sales for EMEA at The North Face; Bas Kemme, CO-CEO IntoTheNxt, an innovation consultancy; and Michel van Steenbergen, Digital Selling Specialist at MVST DIGITAL, a brand consultancy.
You can watch the recorded session on our YouTube channel.
Out of this insight-filled conversation four main trends emerged; from end-consumer needs to people-driven technological developments:
Trend 1: Consumer-Centered Distribution
With a fluid consumer journey spread across channels, finding the right place and moment to reach the buyer is increasingly challenging and requires expert data and knowledge. It is crucial to gather the right partners and choose strategic channels to reach consumers today.
Trend 2: From Omni-Channel to Select Multi-Channel
Brands are rationalizing their channel choices based on end-consumer preferences, while also seeking strategic collaborations with retail partners. From large marketplaces to small mom-and-pop shops, what do wholesalers have to offer these brands?
Trend 3: Smart Sampling
Optimising the use of salesman samples can make sell-in smarter and more efficient. This requires a re-think of the sales approach and the help of technological solutions such as 3D content and digital showroom setups.Trend 4: People-Driven Digitalization
Digital transformation starts with people. The next step for the fashion digital journey is a human-centered approach to digitalization. Leveraging change across teams requires change agents who are willing to spread the word of digital.
